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Protecting the Visa brand has to do with processing sites like bestiality, lolita, young teen, etc... the things that Visa does not want associated with their image.

Using the phrase Visa/MC only care about cb's was incorrect -- the banks in the Visa/MC system ONLY care about cb's, fines, and who is going to have to cover the losses.

What most people fail to realize is that Visa itself doesn't make too terribly much money from adult -- it collects a % of all transactions and adult makes up less than 1% of those transactions.

The banks who acquire, which are only a couple at this point, are the ones that make the money from adult. Given that Visa and MC are associations made up of all their member banks in a given region, and that 99% of these banks make no money off adult, it is no surprise that the noose keeps tightening.

If Bank X, who processes high risk, all the sudden can't cover the fines or chargebacks of Company XXX (that just went under because it didn't have the money to pay its fines) then ALL the banks in the region have to ante up and pay the rest of what is owed to the issuing banks and ultimately the consumers.

So why would banks that make no money on high risk want to assume the liability of high risk?

To think that Visa or MC is one specific point, or one specific entity handling the entire transaction is to be incorrect. There are a minimum of two banks, one card association and assorted other support providers involved in every single transaction that is made, regardless of whether it's on line or at a pos terminal.